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An Introduction to Conjoint Analysis
Sawtooth Software’s New Conjoint
Market Simulator
March 26, 2015
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Current Simulator Options
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SMRT
sawtoothsimulator.com
Excel
Others
So why a new simulator?
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Data Set
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Mall intercept survey about TVs
6 attributes including price
2-4 levels per attribute
Need demographics (original survey
contained expect to pay?)
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Creating a Sim From Scratch
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Ribbon Layout
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Scenario Settings
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Effective Sample Size
Corrects for changed variance due to weighting
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Effective Sample Size
Paste 5 respondents from Excel, show extreme
0/5 weighting
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
External effects
Non-preference information such as:
Availability
Awareness
Shelf-position
Effectiveness of sales force
Screaming kids in the shopping cart
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
External effects
Non-preference information such as:
Availability
Awareness
Shelf-position
Effectiveness of sales force
Screaming kids in the shopping cart
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Product Availability
Applied in aggregate
Applied per store
Applied per respondent (CSV import)
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
External effects
Non-preference information such as:
Availability
Awareness
Shelf-position
Effectiveness of sales force
Screaming kids in the shopping cart
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Respondent Awareness
Requires respondent-level data
Requires binary (1/0 or True/False)
CSV Import
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
External effects
Non-preference information such as:
Availability
Awareness
Shelf-position
Effectiveness of sales force
Screaming kids in the shopping cart
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
External effects
Exponent adjustment
Utility adjustment
Share adjustment (SMRT’s External
Effect)
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Advanced Simulation Module
Optimization searches based on
Product Share
Revenue
Profit
New Range() function
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
Other Cool Stuff!
Top N simulations
A practictioner’s trick against IIA
meltdown
if shares are 40,35,25 and we take top 2,
then: 40,35,25 -> 40,35,0
40,35,0 -> 53.3,46.7,0
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com
An Introduction to Conjoint Analysis
How Will It Work?
Included with version 9 license
Client simulator one-time purchase
Premium Suite users get free client
projects
Client Advanced Simulation Module
© 2014 Sawtooth Software, Inc. | www.sawtoothsoftware.com